What A Wonderful World: Visa Set To Use "Go World" Campaign Globally For London GamesPublished May 7, 2012
MAKING A DIFFERENCE: The first in a series of Visa’s sepia-toned “Go World” commercials will debut in the U.S. tonight during NBC’s “The Voice.” The spot, titled “The Difference,” features actor Morgan Freeman talking about some of the most dramatic moments in Olympic history such as Romanian gymnast Nadia Comaneci’s perfect 10 in '76 and Michael Phelps’ 100-meter butterfly win in '08. The emphasis in the spot is on how fans’ support helped make those moments of triumph possible. Craddock said that Visa did not consider adopting a new tagline for the London Games. He added, “’Go World’ worked so well for us on brand and business (in Beijing and Vancouver). We tracked its performance (in Beijing) and performance in Vancouver. We were getting a tremendous return on investment. We wanted to keep it for London and also evolve it.” Similar “Go World” messages will be relayed in other languages worldwide. Visa will have commercials and training videos of its athletes on Facebook and Youtube, where visitors can see Phelps, Russian pole vaulter Yelena Isinbaeva, Chinese tennis player Li Na and others. Visa worked with TBWA to develop the “Go World” spots, BBDO Proximity for its digital marketing efforts, and OMD for media buying (Tripp Mickle, SportsBusiness Journal).
PUT A CHARGE INTO IT: In N.Y., Stuart Elliott cites execs as saying that Visa’s Summer Games campaign will be “the largest in the 25 years it has been an Olympic sponsor” and will involve “more than 70 countries, compared with about 45” for the ’08 Games in Athens. Social media sites "are playing far larger roles” in the campaign than they did for Visa's campaigns for the Beijing or Vancouver Games. Visa CMO Antonio Lucio said, “It will be more social than ever before. At the core of the idea is consumer participation.” Lucio added, “People’s cheers fuel athletes’ performance” (N.Y. TIMES, 5/7).
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